DCA Targets Diversity for Kmart

Don Coleman Advertising has created a TV spot for Kmart Corp. for the second year of its “Share the Word” diversity message.

The 30-second spot from the Southfield, Mich., shop features gospel singer CeCe Winans. It will air throughout January in spot buys in New York, Los Angeles, Chicago, Detroit and Washington, D.C., before moving into Kmart’s national rotation schedule in February, said Manny Fields, senior vice president and group account director for Kmart at DCA.

In the spot, viewers are encouraged to pledge to “honor and respect the many cultures of our society” and to “recognize the significance of all races, without prejudice.”

Kmart’s management team, including Chuck Conaway, Kmart chairman and CEO, have made targeting a diverse racial base of both customers and employees part of the Troy, Mich., retailer’s overall strategy, Fields said. He declined to say how much would be spent on the effort.

Last year the “Share the Word” message was connected to Black History Month and programs that Kmart and Winans participated which focus on children’s literacy.

Kmart also is partnering with the Smithsonian in creating a rolling museum that will travel nationwide and highlight African American achievements. The retailer also has signed a 12-month commitment to sponsor The Tom Joyner Morning Show, which airs in 88 markets and is heard by more than 5 million listeners.